Still, if the only goal were to attain quick visibility in the art world, the formula (at least on paper) is absurdly simple: devote ten percent of your effort to artmaking, and ninety percent to marketing and self-promotion. But that gambit works (when it does work) only as long as you keep sprinting down the fame & fortune treadmill -- pause for an instant and it's a straight drop into oblivion. The fact that cultivated fame has little substance behind it, however, hardly slows the stampede. In our media-dominated culture it's an open question whether fame is the result of accomplishment, or whether fame -- all by itself -- is the accomplishment.